Word: mediumly
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...pages about clothes lay the explanation of Esquire's origin. Two years ago, the publishers of Esquire started Apparel Arts, a slick quarterly modeled on FORTUNE, to serve as an advertising medium for clothes wholesalers. Retailers, who left copies of Apparel Arts ($1.50 each) lying about, found that their customers took them home. The smart publishers put out another quarterly, Apparel Arts, Fabrics & Fashions, which was circulated among retailers who distributed it to their good customers. It illustrated colored pictures of men's fashions with glued-in swatches of the actual materials used in the suits, ties, handkerchiefs...
...University of Michigan, who like his employers, keeps erratic hours but considers himself more the artist, less the businessman than they. In informal notes surrounding the brilliant table of contents in the first issue of Esquire, Editor Gingrich explained some of its purposes beyond offering an attractive medium to advertisers of men's accessories: "Esquire aims to become the common denominator of masculine interests-to be all things to all men. ... It aims to be among other things, a fashion guide for men. But it never intends to become, by any possible stretch of the imagination, a primer...
...Lady For A Day," the featured picture at the University, blazons forth its moderate virtues through the medium of a cast of minor stars and just plain minors. Its plot is one of the usual far-fetched affairs, which are so extremely improbable that one is willing to over-look analysis and confine himself to a sort of comatose reception of stimuli: it deals with the harrowing experiences of old Apple Annie, who, poverty-stricken in New York, has been keeping her daughter in Europe in the belief that her mother is a fancy lady, of the haut monde...
...author has not gone to the limits allowed by his medium. In view of the possibilities, and of the author's past performances, it is true praise to say that the work is in degree pedestrian. Its interest and its value are the greater in that the stagnation which he predicts seemed very near and real a short seven months ago. His vision has the greater authenticity in that it contains little that is incredible and nothing that is, to us, inconceivable. In short, the work is a serious attempt, unmarred by riotous imaginings, to show, in rough outline...
...more than a superficial reduction of Messrs. Samuel Eliot Morison and James Truslow Adams. "The People's Choice" was inspired by the logical connection between the problems which confront Mr. Franklin D. Roosevelt and the coronation of Democracy with its owners in 1829. His thesis, conveyed through the apt medium of presidential biography, is briefly this: since 1789, America has progressed through three cycles of governmental control, through oligarchy, democracy, to plutocracy. Democracy, for the West "an inescapable condition, like the weather," swarmed over and engulfed the separate dreams of Hamilton, the Adamses, and Jefferson, leaving instead of plan...